facebook and beyond the rack richard cohene director of marketing
TRANSCRIPT
Facebook and Beyond the RackRichard Cohene
Director of Marketing
Launched in 2009
Offices in Montreal, New York, Las Vegas and Toronto
$150 Million in 2012 (+55% vs. 2011)
Largest Canadian e-commerce retailer
#3 fastest growing company Canada for 2012 (Profit Magazine)
#1 fastest growing online retailer for 2011 (Internet Retailer)
COMPANY PROFILE
CORPORATE GROWTH
9 million consumer members 200K new members per month 450 Employees 360,000 Facebook & 19,000 Twitter fans 65 million showcase page views, (Feb 2013) 75% of traffic repeats 10,000 total shipments daily (North
America)
Over 5,000 Brands and 13 Merchandise CategoriesFashion, Accessories, Footwear, Home, Jewelry, Beauty, Kids, Men’s, Consumer
Electronics, Travel, Lingerie, Swim, Plus
19% of monthly new members come from Social media
Staff:1. Media buyer2. Community manager3. CSR
Product facing:4. Connect Desktop/ Mobile5. Custom FB Fan page6. Paid ads/ tracking (Adparlor)7. FB easy sharing (Events, PDP, Purchases)
Social from 30,000 feet:
FB Connect:
-12% of monthly registrations-10% to 12% of daily logins-40K to 60K daily revenue
FB fan page:-353K likes-6%-8% engagement
FB community:
- We monitor and react
Register in FB:
2011-1
2011-3
2011-5
2011-7
2011-9
2011-11
2012-1
2012-3
2012-5
2012-7
2012-9
2012-11
2013-1 $-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
$2,000,000
Social organic growth: Revenue for organic FB traffic $1.8M
What KPI’s are you tracking?CPC - Conversions – CPL – CPA – ROMI - Time on site - Bounce rates – LTV- K-Factor ……
The devil is in the details
What LTV Means to me:
Mobile it important: 78% reg 65% rev
13% reg18 % rev 9% reg
17% rev
-Partnership with PMD Adparlor-Facebook pixel tracking integration (97% accurate)-Daily manual optimization short term agility-Machine learning for long term ROI-Daily testing and learning-Look a like targeting -ROI by device Desktop/Tablet/Mobile-Target by age/demo/likes/time on site-Day parting-Ad copy/creative for CTR-Test everything you can, even the things you think you know……..
Beyond the Rack and Adparlor:Test everything, then test it again
Social sharing:
App coming soon
Facebook and Beyond the RackRichard Cohene
Director of Marketing